EVALUATION
Corporat Corporate e Social Social Re Respon sponsibi sibility lity,, or the continu continuing ing commitme commitment nt of a business to behave ethically and contribute to economic development while improving improving the quality of life of the workforce and their families as well as the local community and society at large, is a concept that is highly necessary for a business to possess. It has four respective forms—namely—Corporate Citiens Citienship hip,, Social Social !uditin !uditing, g, Corporat Corporate e "hilant "hilanthro hropy, py, and Corpora Corporate te Social Social Initiative. #ust like an ordinary ordinary citien, a company should should also have rights, duties, and and respon esponsib sibili ilitie ties s in societ society y. $his $his is the the very very idea idea behi behind nd Co Corpo rporat rate e Citiens Citienship hip.. %&tension %&tension of the relati relationsh onship ip between between business business and society society is important in this speci'c type of business responsibility, primarily to include an understanding of the social, environmental and political responsibilities of business. It is safe to say that #ollibee (oods Corporation is indeed involved and participates in the governance of society in various shapes and forms. $his could be supported supported by the fact that they have actually organied organied their own foundati foundation on known known as the #ollibee #ollibee )roup )roup (o (ounda undation tion which which promo promotes tes active participation of (ilipinos in nation*building through giving them access to basic community services such as livelihood programs for small farmers and leadership development for local organiations. +ot +ot only only shoul should d a compa company ny ful'l ful'l its respo responsi nsibil biliti ities es in the socie society ty rath rather er,, it shou should ld also also have have the the goal goal to impr improv ove e its its soci social al and and ethi ethica call perf perfor orma manc nce e
or enh enhance ance its its
tran transp spar aren ency cy and and
acco accoun unta tabi bili lity ty to its its
stak stakeholde eholders. rs. #olli #ollibee bee (oods oods Co Corpo rpora ratio tion-s n-s Code Code of %thics %thics and and usin usiness ess Conduct Conduct clearly satis'es satis'es the focus focus of the concept concept called called Social Social !uditin !uditing. g. !ccording to the company, they ensure that a system is in place which will enable enable all stakeho stakeholder lders/ s/ employe employees, es, vendors, vendors, franchis franchisees, ees, supplier suppliers s and other other e&ter e&ternal nal stakeho stakeholder lders, s, to submit submit report reports, s, complain complaints, ts, or any other other
information regarding any fraudulent, illicit or unethical activity in an anonymous and con'dential manner, without fear of reprisal. $he third one, called Corporate "hilanthropy, is the responsibility of a business which #(C is most passionate about. $he concept is simple—there must be a direct contribution by a corporation to a charity or cause—and #(C has, in no doubt, done this. It has e&pressed 0its commitment to its communities through socio*civic pro1ects like Sa !klat Sisikat, a reading program +urture the (uture, a community*based feeding program the 2alues "rogram of the 3epartment of %ducation and 4abitat for 4umanity,5 according to its website. !s well, its program called Maaga ang Pasko provided kid bene'ciaries all over the "hilippines simple gifts during Christmas which included pre*loved toys and books from some of its customers and donors. #ollibee partnered with the 3epartment of Social 6elfare and 3evelopment 73S638 and the 3epartment of %ducation to further involve the campaign and help in its evolution. $he program focused primarily on education and donation to the victims of calamities after a few years, providing assistance to address various needs such as classroom building and relief to the previously mentioned victims. #ollibee )roup (oundation, as stated earlier, envisions that every (ilipino is able to access basic community services and live a life de'ned by dignity, purpose and active participation in nation*building. $his particular program perfectly 'ts the de'nition of Corporate Social Initiative which are ma1or activities undertaken by a corporation to support social causes and to ful'll commitments
to corporate
social responsibility.
#(C
helps
our
communities through various ways including improvement of access to %ducation for the youth, environment*friendly initiatives, and decent housing and disaster relief for calamity*stricken regions.
Stakeholder capital is the quantity and quality of a 'rm9s e&ternal relationships that result in value creation and business success, for e&le, formal and informal relationships not only with customers but also with employees,
suppliers,
and
e&ternal
consultants, partners,
franchisees:franchisor, government as well as communities and public a;ected by the operations of the business. Stakeholder capital is built on trust and con'dence on, and reputation of, the corporation.
$hese
stakeholders are increasingly e&pressing opinions that have an e;ect on an industry-s time, operations, member-s relationships and products.
stakeholder
relationships
e;ectively
requires
careful
attention to a 'rm-s reputation and the e;ective handling of crisis situations. ecause a company-s reputation has the power to attract or repel stakeholders, it can either be an asset or a liability in developing and implementing strategic plans and social responsibility initiatives. Reputations take a long time to build or change, and it is far more important to monitor reputation than many companies believe. 6hereas a strong reputation may take years to build, it can be destroyed seemingly overnight if a company does not handle crisis situations to the satisfaction of the various stakeholders involved. !lthough #ollibee does not control its reputation in a direct sense, its actions, choices, behaviors and consequences do in=uence the reputation that e&ists in the perceptions of its stakeholders.
SUMMARY AND CONCLUSION
#ollibee started as an ice cream parlor in >?@A. 6hen it became Incorporation in >?@B, #ollibee entered the fast food business by o;ering meals and hamburgers. In >?B, #ollibee landed in the $op ADD Corporations
in the "hilippines and in >?B@, it became part of the country-s $op >DD Corporations. $hey became the 'rst fast food business in the "hilippines to reach the "> illion sales in >?B?. $o e&pand its capital and be able to sustain its growth in the "hilippines and abroad, #ollibee listed in the "hilippine Stock %&change in >??E. In its website, #ollibee disclosed that 0its rapid growth is due to its superior menu lineup, creative marketing programs, and eFcient manufacturing and logistics facilities. It is made possible by well*trained teams that work in a culture of integrity and humility, fun and familylike. (ilipinos always form long lines to the store. It is more than home for them. It is a stronghold of heritage and monument of (ilipino victory.5 #ollibee (oods Corporation is straightforward with their mission statement—to serve great tasting food to their customers and bring the 1oy of eating to everyone. Its vision is as e&act as possible—by GDGD, it is to have over ,DDD stores word wide, the best leading quick service restaurant and leading fast food chain providing food, service and cleanliness e&cellence in every encounter. Social responsibility is a process. It begins with the social responsibility philosophy, includes the four levels of social responsibilities—economic is the obligation of the company to make the business viable and sustainable legal is the compliance of the company with laws and regulations that specify what is responsible business conduct ethical refers to principles and standards that guide behavior in the world of business and, philanthropic promotes human welfare and goodwill. #ollibee (oods Corporation-s social responsibility performance may be seen as progressive in making e;orts of addressing at its stakeholders- concerns and issues. #ollibee (oods Corporation uses #ollibee )roup (oundation as their mechanism to promote Corporate Social Responsibility. #ollibee implements programs that address access to education, livelihood development,
leadership development and disaster response 7issues that are also of relevance to the company9s core business8. Its programs included %ducation, 4ousing
and
Community
3evelopment,
Headership
3evelopment,
%nvironmental Conservation, and 3isaster Response. In the end, good governance is 1ust the proper conduct of government. !mong the multitude of governance reforms that 0must be done5, there is little guidance about what-s essential and what-s not, what should come 'rst and what should follow, what can be achieved in the short term and what can only be achieved over the longer term, what is feasible and what is not. )ood enough governance is seen as governance that scores high on those factors that do matter for the reduction of societal problems, although it may fail on other indicators of good governance which are less relevant in a speci'c situation. It does not matter how much pro't a business has what is more important is how they gained those pro'ts. In the past, several corporations su;ered bankruptcy because of corporate misconduct and fraudulent activities. 3espite this known fact, today, some companies still continue behaving improperly and disregarding all the lessons to be learned from the corporate world-s past e&periences. Sometimes these businesses sacri'ce ethics in e&change for larger pro't despite their knowledge of what is right and wrong. Corporate Social Responsibility is never 1ust an option, it is never discretionary. Corporate Social Responsibility is an obligation which should be ful'lled by every business in e&istence. It is something that should be innate and voluntary. Corporate Social Responsibility is a business- way to give back to society after what society has done for him. REFERENCES:
SCI!H R%S"+SIIHI$J "%R(R8 http/::www.ti1oss.com:>?MGDvolume:>#oan.pdf http/::www.innovation.cc:scholarly*style:deNvries>Bvi>aG.pdf www.1ollibee.com.ph https/::www.academia.edu:OGGG@G:CorporateNSocialNResponsibilityNa ndN%mergentN
